Moreover, profitability is not only limited to the internal management of
Atresmedia Publicidad
as a company but constitutes one of the advan-
tages offered to the advertisingmarket. According to the latest publica-
tionbyConsultoresdePublicidad, 69%of those surveyeddescribe
Ante-
na3
as thebest channel for increasing theprofitabilityof their advertising
investments and
laSexta
as one of themedia offering the best opportu-
nities for undertakingnon-conventional advertisingcampaigns, aswell as
theproductwith thebest value formoney.
Examining the televisioncategory in furtherdetail and focusingononeof
themainprogrammingproducts -
Fórmula 1
, thenumber of official spon-
sors for this sports event was increased to three in 2013 and an annual
agreementwas signedwith them (BancoSantander, Cepsa andRolex).
Beyond these specific examples, the last year for
AtresmediaPublicidad
more than surpassed the results postedby the rest of the televisionmar-
ket. Although the official 2013 year-end figures are yet to be published,
the latest estimates indicate a 6% decline in the media in general while
Atresmedia
would post a result that is almost 4% better than that. Fur-
thermore, it is worth noting the constant effort by
Atresmedia
to high-
light its products - in spite of the downward trend in advertising prices
over recent years - asoneof the factors that havehelpedavoida steeper
decline in the televisionmarket.
Thebetter performanceby
AtresmediaPublicidad
when comparedwith
its competitors in the market also extends to the other two media in
which the group operates: radio and Internet, with a result that is eight
points higher than themarket as awhole.
Finally, online revenue has once again posted significant double-digit
growthwhileaflat rateof growth, at best, is forecast for the Internetme-
dium as awhole in 2013.
This positiveperformance in all areasmeans that
AtresmediaPublicidad
stands as a leading player and a benchmark for its competitors. As a
result and alongside these quantitative indicators,
Atresmedia Publici-
dad
also enjoys recognition and legitimacy from the market, expressed
through such awards as theAttractionMedia award toBest Commercial
Teamand thepreviouslymentioned recognition stemming from the latest
MediaScope study.
ATRESMEDIA
ANNUALANDCORPORATERESPONSIBILITYREPORT 2013
AtresmediaPublicidad
109
